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SEO Secrets You Should Know
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SEO Secrets You Should Know

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You don't need to be an SEO expert to improve your company's website ranking. Here are a few tips and tricks you should know for basic SEO success.

You don't need to be an SEO expert to improve your company's website ranking. Here are a few tips and tricks you should know for basic SEO success.

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  • Goals – what do you want to accomplish? Metrics – How will you measure? KPIs Reporting – Collecting and sharing performance data Results – Try and try again.
  • HTML Tags Need to use H1 tag on headlines for main pages (i.e. Home Page). It appears this tag is used on product pages, but not on all the core pages. There should be an H1 header tag on the main headline at the top of the content area of each page. Subheads should use the H2 or H3 tag, and the P tag should be used for body copy. This helps Google prioritize various content on the site. (The tags can be coupled with the CSS “class.”) No Follow on Selected Links This tag (rel= ”nofollow”) helps control “link juice” from page to page. It should be used on pages that that don’t need their own page rank, like Privacy Policy, Contact Us page, Login page, Register page and secure pages. Canonical Tag This tag can be used to consolidate traffic from pages with basically the same content. Inbound Links Inbound links from quality sites provide both traffic and authority for your site, which increase your rankings.
  • HTML Tags Need to use H1 tag on headlines for main pages (i.e. Home Page). It appears this tag is used on product pages, but not on all the core pages. There should be an H1 header tag on the main headline at the top of the content area of each page. Subheads should use the H2 or H3 tag, and the P tag should be used for body copy. This helps Google prioritize various content on the site. (The tags can be coupled with the CSS “class.”) No Follow on Selected Links This tag (rel= ”nofollow”) helps control “link juice” from page to page. It should be used on pages that that don’t need their own page rank, like Privacy Policy, Contact Us page, Login page, Register page and secure pages. Canonical Tag This tag can be used to consolidate traffic from pages with basically the same content. Inbound Links Inbound links from quality sites provide both traffic and authority for your site, which increase your rankings.
  • HTML Tags Need to use H1 tag on headlines for main pages (i.e. Home Page). It appears this tag is used on product pages, but not on all the core pages. There should be an H1 header tag on the main headline at the top of the content area of each page. Subheads should use the H2 or H3 tag, and the P tag should be used for body copy. This helps Google prioritize various content on the site. (The tags can be coupled with the CSS “class.”) No Follow on Selected Links This tag (rel= ”nofollow”) helps control “link juice” from page to page. It should be used on pages that that don’t need their own page rank, like Privacy Policy, Contact Us page, Login page, Register page and secure pages. Canonical Tag This tag can be used to consolidate traffic from pages with basically the same content. Inbound Links Inbound links from quality sites provide both traffic and authority for your site, which increase your rankings.
  • HTML Tags Need to use H1 tag on headlines for main pages (i.e. Home Page). It appears this tag is used on product pages, but not on all the core pages. There should be an H1 header tag on the main headline at the top of the content area of each page. Subheads should use the H2 or H3 tag, and the P tag should be used for body copy. This helps Google prioritize various content on the site. (The tags can be coupled with the CSS “class.”) No Follow on Selected Links This tag (rel= ”nofollow”) helps control “link juice” from page to page. It should be used on pages that that don’t need their own page rank, like Privacy Policy, Contact Us page, Login page, Register page and secure pages. Canonical Tag This tag can be used to consolidate traffic from pages with basically the same content. Inbound Links Inbound links from quality sites provide both traffic and authority for your site, which increase your rankings.
  • Think like your customer - how users search, not how you talk about your business Consider Keyword Variations, Misspellings Competitive Keywords Relevance Broad list for Paid Search Targeted list for Organic optimization
  • Many users will leave a site (increasing bounce rate) if the page loads too slowly.
  • Google Webmaster Tools – how Google sees your site, pages indexed, keywords driving traffic Google Analytics or Clicky (getclicky.com) for analytics SpyFu / Compete for competitive data Mozilla Firefox with Plug-ins: SEO Quake SEO for Firefox
  • In closing, I’d like to offer you a complimentary white paper on adding social to your marketing mix. If you’d like a copy, just leave me your card or email me and I’ll send it to you.

Transcript

  • 1. Spring  to  the  Top:   SEO  Secrets  You  Should  Know   Joellyn  “Joey”  Sargent   Principal,  BrandSprout  LLC   ©2010-2013 Claravon Consulting
  • 2. SEO:  Art  and  Science   §  Control  vs.  Influence   §  No  Quick  Fixes   §  Pa>ence  Required   ©2010-2013 Claravon Consulting
  • 3. Planning  Your  SEO  Strategy   Goals   Metrics  /   KPIs   Reporting   Results   ©2010-2013 Claravon Consulting
  • 4. Paid  Search  vs.  Organic   §  They  work  together   •  More  control  over  PPC   ü  Choose  keywords,  more  keywords   ü  Manage  flow  of  traffic  (more  or  less)  with  spend   ü  Manage  conversions  with  good  strategy   ü  High  conversions,  low  bounce  rate  improve  organic   results   •  Organic  Rank   ü  Lowers  PPC  cost   ü  Increases  conversion   ©2010-2013 Claravon Consulting
  • 5. Two  Sides  of  SEO   “On  Site”  =  Your  Website   “Off  Site”  =  External  Factors   Control   Influence   You  Can’t  Bully  Google   §  ©2010-2013 Claravon Consulting Be  Likeable,  Linkable  
  • 6. On  Site  SEO   START   HERE   §  Keywords  /  Copy   •  Write  for  Real  People   •  No  “Keyword  Stuffing   §  Original  Content   •  Images  and  Video   •  Blogs,  Ar>cle   §  Social  Media:  Encourage  Sharing   §  Calls  to  Ac>on    (Invite  Clicks)   §  S>cky  –  Reduce  “Bounces”   ©2010-2013 Claravon Consulting
  • 7. On  Site  SEO:  Tech  Tips   §  Page  Structure  /  Menus   •  <h1>Most  Important</h1>   •  <h2>Second  Most  Important</h2>   §  Descrip>ve  URLs   •  www.JoesToyShop.com   •  www.Crea>vePlayhouse.com   §  ©2010-2013 Claravon Consulting §  §  §  §  §  §  Internal  Links   Site  Map   Page  Load  Speed   404  Errors  (missing  pages)   Redirects   No  Follow  and  Canonical   Tags  
  • 8. Off  Site  (External)  SEO   §  Traffic  Sources  and  Inbound  Links   §  Social  Media  “Shares”   •  Twiber,  Digg,  Facebook,  LinkedIn   §  Adver>sing   •  Drive  traffic  that  s>cks,  converts   §  PR  /  Blogs   •  Editorial  content  has  value  to  search  engines   §  Quality  Mabers   •  Fewer  links  from  beber  sites   •  Don’t  buy  links   ©2010-2013 Claravon Consulting
  • 9. Find  the  Right  Keywords   Think  like  your  customer…   How  do  users  search?   •  Expanded  List     for  Paid  Search   •  Targeted  List     for  Organic   Optimization   ©2010-2013 Claravon Consulting ord s eyw tion §  K aria V llings isspe itive §  M pet Com ords §  Keyw a n c e elev §  R
  • 10. Keyword  TransiEons   Shorter  Terms   Printers   Broad:  More  Results   Inkjet   printers   All-­‐in-­‐one  inkjet   printers   Specific:   Fewer   Results   Lexmark  multi-­‐function   all-­‐in-­‐one  printer   Lexmark  Prospect  Pro205   printer  price   Longer  Terms   ©2010-2013 Claravon Consulting
  • 11. What  Google  Loves   Images   Local   Business   Video   ©2010-2013 Claravon Consulting Original   Content  
  • 12. Images   §  Use  images  to  drive     traffic  to  your  site   §  Keywords  in  image   name   • Anchor  text   • Title  Text   §  Tech  Tips   • Compress  images  so     pages  load  faster   • Specify  image  size   ©2010-2013 Claravon Consulting
  • 13. Video   §  Video  is  highly  valued  by   Google  as  original   content     §  Video  Ideas   •  Instruc>onal  Videos:   “How  to  Assemble  a  Desk”   •  Opinion  /  Commentary   •  Customer  Interviews  and   Tes>monials   ©2010-2013 Claravon Consulting
  • 14. Local  Search   §  Google  Places   §  Google  Maps   §  Local  Targe>ng     Ideal  for  shopping,     small  business,  services,   restaurants,  non-­‐profits.   ©2010-2013 Claravon Consulting
  • 15. News  and  Content   §  Press  Releases  –  On  Site  and  Off  Site   •  Post  on  Your  Site   •  Link  to  media  men>ons,  ar>cles  about  you   •  Publish  to  generate  traffic  and  news   coverage  linking  back  to  your  site   §  Original  Ar>cles  –     On  Site   •  White  papers   •  “How  to”  ar>cles   •  Research  and  trends   ©2010-2013 Claravon Consulting
  • 16. SEO  Tools   §  Google  Webmaster  Tools   §  Google  Analy>cs   §  Clicky  (getclicky.com)     §  SpyFu  /  Compete  for  compe>>ve  data   §  Mozilla  Firefox  with  Plug-­‐ins:   •  SEO  Quake  (Chrome  Toolbar)   •  SEO  for  Firefox   §  SEM  Rush  (keywords)   ©2010-2013 Claravon Consulting
  • 17. QuesEons?   email: twiber: linkedIn: web: blog:   ©2010-2013 Claravon Consulting  jsargent@claravon.com    @JoellynSargent    linkedin.com/in/jsargent    Claravon.com    JoeySargent.com   17